Sam started his career almost 18 years ago as a copywriter for agencies like Euro RSCG United, Y&R and BBDO. During this period he made some remarkable campaigns in Belgium. At Y&R he and his Art Director came up with Devos & Lemmens, 2 guys promoting sauces for the company Devos Lemmens in some hilarious radio-commercials. Every year new commercials are added to this very popular saga that’s already running for more than 15 years!
He also wrote the copy of one of the most popular Belgian tv-commercials for Belgacom whilst working at BBDO
- ‘Who took my badjas’ - where he used a mixture of English and Flemish and invented: Flenglish. It resulted in some very popular quotes. You can still hear people yelling: ‘Helaba, sebiet no koffiekoeken for you!’.
He then became Executive Creative Director at Ogilvy Brussels. This resulted in some strong creative work and the first ever Cannes Lion for Ogilvy Brussels! Before becoming executive creative director at iO he was Executive Creative Director (1.5y) at Serviceplan Benelux, Creative Director (7months) at Make Lemonade & Creative Director at Prophets.
His portfolio includes TV, print, radio, interactive, direct & social content for clients such as Devos Lemmens, Volvo, Mercedes, BMW, Amnesty International, Pepsi, Proximus, European Parliament, KBC, ING, AUDI and many many others. He has won several awards made of metal, wood and paper at CCB, NY Festivals, Cannes Lions, OneShow, Eurobest, Effie, Epica… He loves his bicycle(s), girlfriend, daughters, music and wine. Not necessarily in that order.